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Confronting Environmental Risk Via Communication The Innovation Journal: The Public Sector Innovation Journal, Vol. 16(3), 2011, article 9 Confronting Environmental Risk via Communication Fauziah Ahmad Normah Mustaffa Samsudin A. Rahim Fuziah Kartini Hassan Basri Abdul Latiff Ahmad Jamaluddin Aziz School of Media and Communication Studies Faculty of Social Sciences and Humanities Universiti Kebangsaan Malaysia 43600. Bangi Selangor MALAYSIA The Innovation Journal: The Public Sector Innovation Journal, Vol. 16(3), 2011, article 9 Confronting Environmental Risk via Communication Fauziah Ahmad, Normah Mustaffa, Samsudin A. Rahim, Fuziah Kartini Hassan Basri, Abdul Latiff Ahmad & Jamaluddin Aziz ABSTRACT Advances in information technology are able to create avenues to communicate about environmental catastrophes. Mass media development over the years allows dissemination of information to mass audiences quickly and effectively, transcending international and national borders. Although there are now many high-tech means of communication, the devastation caused by natural disasters is not yet to be under human control. Efforts to reduce the destructive effects of natural disasters must be enhanced. Media organizations and the global community are increasingly aware of the importance of mass media in disseminating information on the destructive effects of natural disasters to the public. The potential of the mass media should be fully exploited so that preparations can be made and preventive measures carried out prior to the disaster itself or as soon as possible afterwards. It is the authorities’ function to arrive at practical solutions because the environment is for us to preserve and develop, and not as merely to use for short-term purposes. The underlying environmental dilemma is the fact that so much is written about problems and possible solutions, but putting words into actions has been slow. Societies have to achieve economic and social advances and simultaneously afford effective protection to the environment. Thus, this paper seeks to identify the media channels that people prefer to use for information on environmental disasters and the extent to which the government is taking steps to create awareness about the environment and its sustainability to its people. Keywords: minimize environmental risk, media and communication, actions, strategies, information technology. _______________________________________________________________________ Introduction Environmental communication is the management and usage of strategic communication processes and media products to support the efficiency of policy makers, civil participation and project development toward sustainable development. It is a two-way social interactive process that invites the sensitivity of the society to understand key environmental factors, their relationship to human activities and the symbiotic effect of the environment on human life. The goal is to allow social policies and practices that permit proactive responses to environmental problems. In the 1960s and early 1970s, environmental communication began to be looked at more seriously than in the past. Greater concern was for the environment was shown in the media in the 1980s and reached its peak by 1996. Throughout, there was an increase in public awareness of the importance of social, political and cultural aspects of environmental issues (Hussein & Sarip, 2001). Communication continues to play a crucial role in relaying information to ensure the audience understands its importance and proactively responds to related phenomena. Communication of environmental risks can be very helpful in times of need and the willingness of institutions and governments to share information should be applauded. There are two major situations where the need to communicate is urgent: events that might occur in the future where 2 The Innovation Journal: The Public Sector Innovation Journal, Vol. 16(3), 2011, article 9 prevention seems critical, and emergency scenarios where an event has occurred and there is a need for immediate notification and deployment of mitigation actions. Moreover, the consequences of these events can produce either acute or chronic effects. Many risk- communication stakeholders, both those providing and receiving risk information, are confronted with the overarching challenge of how best to communicate environmental risk. At issue is the question of what constitutes environmental risk communication as well as how risk-related information can be delivered in a meaningful, cost effective and secure manner. Recent frequent occurrence of natural disasters has had great physical and psychological consequences for people’s live. Natural disasters devastate the lives of individual and communities, stunt economic development and undermine the socio-political stability of a country. Emotionally and medically traumatized victims require a long time to recover, and the replacement of infrastructure and revitalization of social and economic activity requires enormous investment in capital, time and energy. It is vital to study the role and effectiveness of local media in informing their audiences of impending natural disasters occurring either within the country or overseas and to assess the level of acceptance of information distributed by local media on issues and news related to the development of the natural environment and natural disasters. Studies of the effectiveness of mass media in informing audiences regarding natural disasters are also important to teach about the role and importance of the mass media in reducing the destructive aftermath of natural disasters. Natural catastrophes not only destroy properties and residential areas causing economic downturn, but they have also resulted in the catastrophic loss of millions of lives and material destruction if no preparation and prevention measures are taken by the responsible authorities. Increasing effort is needed so that the effects of natural disasters can be controlled more effectively in the future. Many studies have shown that, although there was often ample time for the victims to perform pre-emptive actions before the great tsunami of 2004 struck and did unimagined damage to countries on the rim of the Indian Ocean, the lack of infrastructure facilities and communication systems in meant that many victims—mainly the poor in coastal countries such as Thailand, India, Bangladesh, Sri Lanka and Somalia—were not given adequate warning of the approaching tsunami. Thus, they did not have the time and opportunity to seek shelter or move to a safer area. Doran (2004) also found that despite fast and early detection of environmental changes made possible by the latest technology advancements, the media execution of its responsibility to disseminate information was not been consistent with the needs of victims. According to his research, most of the information provided about the incident came from a source that has no credibility due to cultural gap and agenda differences within the media organizations. Hence, Doran (2004) suggested that the cooperation between media and disaster management agencies is essential to ensure that all communication operations are executed efficiently and also to ensure that media institutions distribute key information more responsibly and accurately. Consequently, the United Nations (UN) has taken steps to build an Indian Ocean tsunami warning system in 2005, and this will be extended to the Atlantic Ocean. Construction of a warning system is essential to provide information and warnings to countries around the Pacific Ocean. Most societies realize the disastrous effects of natural calamities only after experiencing disaster. The development process took place at the expense of the environment and the aspects of natural sustainability have been totally neglected. Advances in information technology are able to create avenues to communicate environmental catastrophe. Environmental risks consist of incidents or trends, either man-made or natural in cause, that have potential to inflict harm to human health, life and/or ecosystems, including physical assets or the economy (i.e., business and social disruption). 3 The Innovation Journal: The Public Sector Innovation Journal, Vol. 16(3), 2011, article 9 Confronting environmental disaster Recently, the importance of mass communications in addressing the destructive effects of natural disasters with scientists, engineers and government policy makers and advisors was emphasized during the World Conference on Natural Disaster Reduction and the Roundtable on the Media, Scientific Information and Disaster. In this conference, 5000 representatives from various countries stressed that sensitive, accurate and current communication is the most effective way to reduce loss of lives and destruction of property, as well as to increase public awareness about climate change and environmental catastrophe. Only by efficient communication, are ordinary people able to take practical action to protect themselves from destruction when natural disasters strike (Wenham, 1994). Global media and technology have revolutionized the way people are accessing information and news. Communications has experienced a great deal of technological expansion during the last century, which in turn has had an immense impact on the society. Advance communication technology is crucial in addressing the impact of natural disasters. It is a good plan to create a special communication mechanism between journalists with natural disaster prevention authorities so
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